The real estate Web lead machine

Internet lead company execs discuss online consumer

NEW YORK — As more consumers are turning to the Internet for real estate information, more brokers and agents are sorting through how to attract these people to their sites and build relationships that turn into sales.

Panelists at Real Estate Connect in Manhattan last week discussed what consumers are doing with real estate on the Web, strategies for brand building and various business models built around matching consumers to real estate professionals.

Some lead-generation companies don’t build their own brands online, but instead focus on connecting the consumer with the